Consumer Behavior

Presentation

“Group 3”Nguyen Pham Phuong Anh – 1258003

Truong My Ngoc – 1258040Vuu Minh Tri – 1258082

Phan Quang Hanh Van - 1258093

Presentation Structure

I. McDonald’s perspective1. Marketing strategy

a)Persuasion b)Marketing Techniques

2. Culture & SubcultureII. Consumers’ perspective

a)Culture & Subcultureb)Decision Making

McStore

McStore

McStore

McStore

McStore

McMenu

McPromotion

McPromotion

McPromotion

Media

TV Advertisement

• http://www.youtube.com/watch?v=G_-Z_k6H90A

TV Advertisement

Sensory MarketingVision

Vision

Vision

Vision

Sound and Smell• http://www.youtube.com/watch?v=WGR3mr0

SG0c

Sound and Smell

McDonald’s Expansion

Cross Culture

Standardized Strategy Localized Strategy

Standardized Strategy

• Etic Perspective:

Big Mac and potato fries

Standardized Strategy

Drawbacks

• Mc Donald's failed in India market in the first time

Localized Strategy

• Emic perspective• Adaptation in the host’s culture

Localized Strategy

Localized Strategy

Localized Strategy

Kids’ Playground

How McDonald's Survives inChina Market?

• Fast-convenient

How McDonald's Survives inChina Market?

• Western cuisine

Decision making

Effect by other

people

Attitude of Consumer

sCompare

to Alternative

Attitude of Consumers

Attitude: is a predisposition evaluate an object or product positively or negatively.

It has a big influence to decide buy or not.

There are 3 components: Affecting Behavior Cognition

Attitudes

Children as Decision Makers

• focus on 3 points:– Speed– Cost– Nutrition

• Their strongest priority is “making customers happy”

McDonalds Vs Burger King

• Discount program

Cost

• “provide fast, friendly and accurate service”

Speed

• Health trend

Nutrition

Reference: http://www.weightchart.com/nutrition/info-mcdonalds-caesar-salad-with-grilled-chicken.aspx

Thank You for Your Attention!